Adobe and The FA inspire women and girls to ‘Dream Bigger’

Adobe and The FA inspire women and girls to ‘Dream Bigger’

The Adobe Women’s FA Cup has come a long way since Southampton Women’s FC won it in 1970.

Fast forward fifty-four years and the competition is more popular than ever with record viewing figures and WSL players reaching millions across social channels.

A new partnership between Adobe and The Football Association (announced in November 2023, which will run for at least three years) seeks to inspire the next generation of young girls and women who dream of becoming professional players, increase fan engagement, and elevate the profile of the competition even further.

Ahead of this weekend’s quarter-finals, Adobe held a launch event at Wembley Stadium, debuting a new film to unveil its ambassadors - Arsenal striker, Alessia Russo and Manchester City goalkeeper, Khiara Keating. The film brings to life the magic, energy and excitement of the competition. Created by Ketchum London, directed by Margot Bowman of Merman Productions and VFX by Nomad, the film is a rousing anthem to the barriers broken within the women’s game and the passion of fans who support all clubs across the footballing pyramid, from amateur to elite.

Each story within the film sees Adobe tools – from Adobe Photoshop to Adobe Express – intervening to make the game and dreams of the competition bigger! Added to this is a distinctly UK urban soundtrack by Resister, capturing the inclusivity and magic of the Adobe Women’s FA Cup in a new light.

Indy Selvarajah, chief creative officer, Ketchum said, "Ultimately this film is a celebration, in exhilarating technicolour, of the energy, determination and passion from players and fans, and, how Adobe can help elevate this competition even further."


Brand: Adobe
Agency: Ketchum London
Indy Selvarajah
Katie Lock
Production: Merman
Director: Margot Bowman
Partner / EP:
Siobhan Murphy
Partner / EP:
Spencer Dodd
Luke Goodrum
Production Manager:
Heeva Hamed
1st AD:
Alasdair Copland
Location Manager:
Tom Reeves
Olan Collardy
Costume Designer:
PC Williams
Production Designer:
Bobbie Cousins
HMU Designer:
Tina Brown
Hammond & Cox
Edit / Post Prod / VFX:

Agency: Nomad
Jamie O’Donnell
Edit Assist:
Indy Howland
Joanna Papayianni
Felipe Szulc
Colour assist:
Matt Toy
VFX Team:
Tom George, Tahlia Perrett, Mustafa Pertev, Martin Goodwin, Sam Unwin.
Sound Engineer:
Andy Humphreys
Audio Producer:
Mana Catford
Music / Sound:
Charlie Boud / The Modern Score
Music Supervisor:
Polona Kasal

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